Dr Pepper Ten Campaign Gives Manliness to Calorie-Counting

By: Katherine Vong - Published: Oct 12, 2011 • References: facebook & popsop
Dr Pepper Ten is Dr Pepper's newest low-calorie drink, which is currently being targeted at men. The beverage brand has developed this 10-calorie product with men in mind, trying to win over the calorie-conscious males out there (are they even out there?) with a "manly" commercial and a cheeky -- if not somewhat offensive -- slogan: "It’s not for women."

With its new gunmetal-hued packaging and military-style advertisement, the Dr Pepper Ten campaign tries to do away with all femininity. The 30-second commercial even shows a dirty jungle man fighting snakes and saying not-so-nice things to female viewers such as, "...this is our movie and this is our soda. You can keep the romantic comedies and lady drinks."

To top it off, the Dr Pepper Ten campaign even includes a Facebook app that, acording to the Associated Press, cannot be accessed from a women's Facebook profile! Stats for Male-Focused Diet Drinks Trending: Older & Mild
Research: 1,838 clicks in 240 w
Interest: > 3 minutes
Concept: Dr Pepper Ten
Related: 39 examples / 30 photos
Segment: Males, 12-55
Comparison Set: 14 similar articles, including: vintage pop can ads, chocolate flavored soda, and rockstar soda promos.